What Can Videos Do For Your Business?
These days video has not only become accepted on websites, social media and video sharing sites, it’s now expected. Especially by the younger consumers who research products and services online and on their mobile devices before making a purchase. Here are some things to ponder over as you consider whether or not to use videos to promote your business.
- Videos can motivate people to try a new store, product, service or to make purchases, all at the convenience of the prospect.
- A video can provide much more information than a static ad can and can shorten the sales process.
- Video content can be repurposed and used in other media and formats.
- Videos stay alive. They remain available online
- Videos are are an efficient, cost effective way to market.
- Video is shared easily and often on social media platforms, often expanding the reach of a well crafted video message with no added effort or cost. In 2012 video became the most shared content on Facebook, trumping pictures and article links. One study found videos drove sharing 375-per-cent more frequently than text-based status updates on business pages.
- Video is measurable. Analytics are readily accessible and can be used to define sources of increased sales.
- Marketing videos can evoke emotion much like television ads, shows and movies, encouraging viewer comments that can become vital feedback for marketers.
- Video is mobile and instantly accessible so it can be viewed wherever prospects are when they search for a product or service.
- Video is a marketing equalizer. It levels the playing field between for small companies because it does not require a tremendous financial investment.
- Video enables companies to educate, engage and begin building relationships with their prospects before they enter a brick and mortar business.
- When done correctly, video can allow prospects to more quickly get to know and trust a vendor.
Video Growth Trends Worth Noting
- Mobile video viewing is on the rise. According to Cisco, more consumers in emerging markets are acquiring handsets, bandwidth is improving, and 37 percent of consumer media consumption already takes place on mobile devices. Mobile video is projected to increase 25-fold between 2011 and 2016, accounting for over 70 percent of total mobile data traffic by the end of their forecast period.
- Consumption of micro video content is projected to increase as brands adopt Vine & Instagram videos to interact with customers as a part of their digital marketing strategy. Burberry and Zappos are already using Vine to increase their sales conversion
- As marketers focus on Video SEO more videos will appear on search results with attention grabbing thumbnail images. The SEO focus around on page and off page website SEO is shifting to a more intense focus on SEO of videos.
- Marketers are increasingly integrating Video campaigns with their CRM to capture leads and data.
- Big brands are looking more and more like media companies. Brands like Nike, Pepsi, Coke, Redbull are already interacting with consumers through video in a multitude of ways.
A Snapshot of YouTube Traffic in Early 2014
- More than 1 billion unique users visit YouTube each month
- Over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth
- 100 hours of video are uploaded to YouTube every minute
- 80% of YouTube traffic comes from outside the US
- YouTube is localized in 61 countries and across 61 languages
- According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
- Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3 fold since last year (2013), and the number of daily subscriptions is up more than four times since last year
Referral Traffic From YouTube is Golden
- Based on data gathered over a 7 month period by Shareaholic, referral traffic from YouTube garnered the top spot with the longest time spent on site by users (227.82 seconds). YouTube also had the highest pages per view per visit at 2.99. The bounce rate was also better at 43.19% compared to sites like Facebook (56%) and StumbleUpon (67%).
- It is now well established that video content lends itself well to social sharing and if a video is engaging, viewers are likely to want to investigate that brand further. YouTube viewers are also more likely to devote more time to watching video content and are prepared to put in the extra seconds or minutes, which can be a huge win for a savvy brand or marketer.